Customer Journey Mapping: Illustrating the Big Picture

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presented at the 2013 MIMA Summit

Published in: Design, Business, Technology

Customer Journey Mapping: Illustrating the Big Picture

  1. 1. Customer Journey Mapping: Illustrating the Big Picture Megan Grocki MIMA Summit 2013 Minneapolis, MN October 15
  2. 2. WHAT ARE WE GOING TO LEARN TODAY? ê  Understand how journey models can be used as a component of an experience strategy to illustrate relationships with “customers” and an organization over time and across channels ê  Learn the steps in developing a journey model ê  Discover ways to socialize the journey models and make them a part of your organization’s assets #MIMASummit @megangrocki
  3. 3. WHAT IS A JOURNEY MODEL? WHAT DO THEY LOOK LIKE? HOW DO I CREATE & USE IT? #MIMASummit @megangrocki
  4. 4. PERSONAS ARE SNAPSHOTS OF PEOPLE FROZEN IN TIME #MIMASummit @megangrocki
  5. 5. PEOPLE (USUALLY) ARE NOT FROZEN IN TIME #MIMASummit @megangrocki
  6. 6. JOURNEY MAPPING (OR MODELING) IS… the process of illustrating a complete story centered on the relationship that unfolds over time between an individual and a system / service / product / brand / organization #MIMASummit @megangrocki
  7. 7. WHY DO WE NEED JOURNEY MODELS? Every day mediocre experiences are delivered Organizations do not understand our customers, and are unintentionally neglecting them Internal politics trump customer needs Put our systems/services/products in the context of people and their lives #MIMASummit @megangrocki
  8. 8. WHAT DO WE MEAN BY ENGAGEMENT? #MIMASummit @megangrocki
  9. 9. TOUCHPOINTS A point of interaction involving a specific human need in a specific time and place Comparing products Paying a bill Signing up for a service #MIMASummit @megangrocki
  10. 10. CHANNELS A medium of interaction with customers – where touchpoints occur Website Social media Phone Email #MIMASummit @megangrocki
  11. 11. CHANNELS SINGLE CHANNEL Need CAN ONLY be fulfilled via ONE channel MULTI/OMNI-CHANNEL Need CAN be fulfilled on MANY different channels CROSS-CHANNEL Need MUST be fulfilled using MORE THAN ONE channel #MIMASummit @megangrocki ≈ ≈ à à
  12. 12. EXAMPLE OF AN EXCEPTIONAL OMNI-CHANNEL EXPERIENCE? #MIMASummit @megangrocki
  13. 13. IF YOUR BRAND WERE A PERSON, WHO WOULD THEY BE? #MIMASummit @megangrocki
  14. 14. MOMENT OF TRUTH Interaction that leaves a lasting impression often at the touchpoint you can design for #MIMASummit @megangrocki
  15. 15. #MIMASummit @megangrocki
  16. 16. JOURNEY MODELING IS A KEY COMPONENT OF DEVELOPING AN ELEGANT EXPERIENCE STRATEGY #MIMASummit @megangrocki
  17. 17. OUTSIDE-IN, NOT INSIDE-OUT #MIMASummit @megangrocki
  18. 18. HOW DO THEY HELP YOUR TEAM? Create strategic vision prior to design Build consensus with stakeholders, showing opportunities across the ecosystem Identify key interactions to prototype and test #MIMASummit @megangrocki
  19. 19. WHAT IS A JOURNEY MODEL? WHAT DO THEY LOOK LIKE? HOW DO I CREATE & USE IT? #MIMASummit @megangrocki
  20. 20. #MIMASummit @megangrocki Mad*Pow
  21. 21. #MIMASummit @megangrocki Mad*Pow
  22. 22. #MIMASummit @megangrocki Mad*Pow
  23. 23. #MIMASummit @megangrocki Mad*Pow
  24. 24. #MIMASummit @megangrocki Mad*Pow
  25. 25. #MIMASummit @megangrocki Mad*Pow
  26. 26. #MIMASummit @megangrocki Mad*Pow project
  27. 27. #MIMASummit @megangrocki Mad*Pow
  28. 28. #MIMASummit @megangrocki Mad*Pow
  29. 29. SCAD student project
  30. 30. Xplane
  31. 31. EffectiveUI
  32. 32. Maya
  33. 33. Orange
  34. 34. Orange
  35. 35. Adaptive Path
  36. 36. Mark Simmons
  37. 37. Foviance
  38. 38. WHAT IS A JOURNEY MODEL? WHAT DO THEY LOOK LIKE? HOW DO I CREATE & USE IT? #MIMASummit @megangrocki
  39. 39. GATHER CONTENT DESIGN & ITERATE SOCIALIZE & USE #MIMASummit @megangrocki
  40. 40. OUR FAVORITE RESEARCH METHODS customer interviews ethnography & contextual inquiry customer surveys customer support/complaint logs web analytics social media listening competitive intelligence #MIMASummit @megangrocki
  41. 41. BUSINESS REALITIES Skepticism of User-Centered Design Stakeholder Influence Time & Budget Access to Participants #MIMASummit @megangrocki
  42. 42. RESEARCH INFORMS STRATEGY SHOW stakeholders their customers’ behavior Video Photographs Stories #MIMASummit @megangrocki
  43. 43. ACTIVITIES TO GATHER CONTENT Review research Identify timeline, touchpoint and channels Empathy map Lensed brainstorm Affinity diagram #MIMASummit @megangrocki
  44. 44. ACTIVITY #1: EMPATHY MAP #MIMASummit @megangrocki
  45. 45. #MIMASummit @megangrocki
  46. 46. ACTIVITY #2: BRAINSTORMING WITH LENSES #MIMASummit @megangrocki Inspired by The Art of Game Design: A book of lenses, by Jesse Schell
  47. 47. INFORMATIVE #MIMASummit @megangrocki
  48. 48. SOCIAL #MIMASummit @megangrocki
  49. 49. FUN #MIMASummit @megangrocki
  50. 50. ANY GOOD IDEAS? #MIMASummit @megangrocki
  51. 51. GATHER CONTENT DESIGN & ITERATE SOCIALIZE & USE #MIMASummit @megangrocki
  52. 52. MAPPING THE FUTURE EXPERIENCE Timeline Business goals User expectations/wants/needs/emotions Touchpoints & Channels Opportunities for engagement Other great ideas! #MIMASummit @megangrocki
  53. 53. ET VOILA! YOU’RE ON YOUR WAY… #MIMASummit @megangrocki
  54. 54. GATHER CONTENT DESIGN & ITERATE SOCIALIZE & USE #MIMASummit @megangrocki
  55. 55. KEEPING THE JOURNEYS ALIVE Schedule periodic reflection and research, update the journey model Continually involve key stakeholders Shout from the rooftops Display prominently in common work areas Invite the personas and their journey models to meetings #MIMASummit @megangrocki
  56. 56. SOCIALIZE & USE ê  Who is your journey owner? ê  Who is consuming it? How often? ê  How are you getting/storing feedback? ê  What is your implementation plan? ê  When and how are you going to re-evaluate? #MIMASummit @megangrocki Temkin, B. (2010) "Mapping the Customer Journey" Forrester Research
  57. 57. RECAP #MIMASummit @megangrocki
  58. 58. WHAT IS A JOURNEY MODEL? Visualizing the relationship between an individual and an organization over time #MIMASummit @megangrocki
  59. 59. WHAT DO THEY LOOK LIKE? Deliverables will vary based on stakeholder preferences Know YOUR audience #MIMASummit @megangrocki
  60. 60. HOW DO I CREATE & USE IT? Gather content Design & iterate Socialize #MIMASummit @megangrocki
  61. 61. MORE EXAMPLES & RESOURCES #MIMASummit @megangrocki http://pinterest.com/uxjam/journeys/
  62. 62. THANK YOU Megan Grocki mgrocki@madpow.net @megangrocki #MIMASummit @megangrocki

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